12.01.22
ELF Cosmetics wanted to empower women and underrepresented alt non-binary creators with a focus on its Twitch channel, Elf You.
Elf Cosmetics’ Twitch Channel focuses on the concept, “Game Up,” or “the intersection of gaming and makeup,” according to the brand. When the channel was kicked off last year, ELF hosted a “Game Up” contest on TikTok in which contestants posted videos of their “Game Up” looks, or the makeup they wear to get ready to stream.
To the brand, no better way to uplift women—literally—than to appear on a billboard in Times Square across from Madison Square Garden and in subway stations to get its message out loud and clear.
To do this, ELF teamed with Outfront Prime, owned by Outfront Media, one of the largest out-of-home media companies, to expand the company’s reach to brands looking to harness social out-of-home capabilities (sOOH) to engage audiences.
Check out a video of Elf Cosmetics’ New York City campaign here: